The key takeaway
Align your proposition, product preparation and initial channels before scaling the launch.
Define the launch proposition
Choose the consumer need, hero products and price position before deciding how many products to introduce. Explain why a shopper should choose the brand and what evidence supports the product claims. Translate the proposition into language and creative assets suitable for the intended Vietnamese audience.
Prepare the actual products
Create an inventory of ingredients, claims, packaging and available documentation for each proposed product. Product-specific regulatory and import requirements need to be confirmed with the relevant specialists and authorities. Avoid making shipment commitments based on a generic checklist.
Choose an initial channel mix
Pharmacy, health and beauty retail and marketplaces serve different shopping journeys. Identify the channels that fit the launch assortment, the investment they need and how demand will be created. A focused initial plan can produce clearer learning than launching every product everywhere.
Connect launch activity with operations
Coordinate stock readiness, product information, retail execution, content, promotion and fulfilment. Agree who owns each workstream and which tasks must be complete before the launch starts.
Review before expanding
Look at the agreed sales and availability measures alongside stock, consumer feedback and campaign results. Use the first launch to improve the range, messaging and channel mix before expanding investment.
Plan your Vietnam route to market.
Tell us about your brand, your category and your launch objectives.
Discuss distribution with Royal London
